Under the situation that the purchase restriction policy is not relaxed, and the market can only develop steadily, many enterprises in the home furnishing industry turn their eyes on differentiated operations to the villa market. Recently, Red Star Macalline North Fourth Ring Store has converted the original 5th and 6th floors into a villa home experience museum, introducing villa-themed products; some home improvement companies also provide high-end villa home decoration for villa consumers. The industry believes that due to the particularity of the audience, the villa market is less affected by fluctuations in the property market.
Villa consumer groups are concerned
Recently, when the reporter visited the Red Star Meikailong North Fourth Ring Store, he found that the store defined the original 5th and 6th floors as the villa home experience museum. In the Asno lighting store, the sales staff told reporters that because they serve some high-end consumer groups, consumers can choose the products that match the overall style of the home on the spot, and also can light the lamps according to the consumers' ideas and needs. Customized products, "For example, consumers can make changes directly on the original products, or new orders, the time is about a week."
The reporter found that the museum introduced private villas and villas, home living museums, Boclalai Villa Garden Sen experience and design, and Paroma theaters, and other villa-themed merchants settled in. Jiande Decoration has also set up a design studio to better communicate with such consumers before offering products and services. According to Feng Zhitao, the furniture manager of Hongxing Meikailong North Fourth Ring Store, the sales staff of the villa hall will undergo special training and assessment. The qualified personnel are not only sales, but also the consumer's home consultant.
At the end of last year, Beijing Building Materials Economic and Trade Building introduced ELBE-Ouhua Pavilion. Li Ming, general manager of Beijing Building Materials Economic and Trade Building, said in an interview that the building adheres to the high-end, unique and differentiated market positioning, and will go abroad and introduce more to consumers. The world's top brands provide consumers with a top-notch home experience. In addition, Super Comfort International Home has also set up its high-end decorative brand Tianz Villa decoration, aiming at the villa decoration market ambition is self-evident.
In fact, the services of the hotel owners for the villa consumers have long existed, such as Boloni's "Titan Mach" high-end villa home improvement brand launched by the overall home improvement, launched villa decoration standards, personalized customization standards and other multi-category services. Decoration companies such as Yifeng Peak, Dongyi Risheng, and Jinchao also have designers who specialize in customizing villas. For example, the VIP designer building of Yezhifeng is equipped with one-to-one service designers.
Villa decoration market is more stable
Wang Wei, vice president of Hongxing Meikailong and general manager of Beijing-Shanghai & Southwest Region, said that the Red Star Meikailong North Fourth Ring Shopping Center is adjacent to the Haidian University residential area in the west, Zhongguancun high-end commercial area, and the Xiaotangshan villa area in the north. The amount of villas accounts for 31% of Beijing's total, and market demand can be seen.
Ren Qixin, deputy general manager of Yahao Institute, said in an interview with this reporter that high-end villa products are mostly the top wealthy people in the pyramid due to the particularity of their audiences. Their purchasing decisions are less affected by market fluctuations, so in any market situation Both can maintain a relatively stable sales.
Yang Hua, a senior designer of the villa's case in the industry, believes that the current consumption of villas has expanded. Liu Tao, deputy general manager of Beijing Donghong Xiliang Engineering Technology Co., Ltd., believes that the requirements for home furnishing will definitely be higher and higher. Not only the consumers of villas, but also some middle-class people, their investment in life needs is also growing. the trend of.
Wu Guoxing, president of the Beijing Building Decoration Association, told reporters that these changes in the circulation enterprises are, on the one hand, the needs of the enterprises themselves after they have developed to a certain stage, and on the other hand, the changes in the market and the new explorations that enterprises have made to adapt to these changes.
â– Consumption analysis
High-end consumers pay more attention to full service
Li Yongfen, general manager of Beijing Xima Group, believes that the biggest feature of high-end consumer groups is that time is particularly strong. These consumers are not willing to go to the store to run a product, including building materials, furniture and some decorative products, they are more eager to provide full service, and more time-saving to complete the renovation.
Li Changsen, chairman of Beijing Jiande Decoration Engineering Co., Ltd. also said that consumers who are usually encountered will consider price factors more, while high-end consumers pay more attention to the quality of life. So they hope that the service provided will be able to arrange everything, without spending his time and energy in the middle, as long as the time is up.
More like personalization
The decoration of high-end projects such as villas often has some custom furniture, and sometimes there will be full house customization. In addition to the stairs (stairs decoration renderings) and wardrobes, the soft-packed products are also customized. High-end consumer groups tend to have higher requirements for personalization. Because the funds are relatively abundant, they don't want their homes to be as uniform as the average model. They hope to be combined with their own personality, taste, and preferences to become their own exclusive space. .
Li Yongfen also said that when serving this part of the consumer, the first thing to do is not to sell the product, but to exchange the communication with the consumer's information, including ideas, ideas, and then design.
Higher requirements for service
Dai Kun, executive director of Beijing Jumeimei Residential Technology Development Co., Ltd., said that the living conditions of a person determine how much demand this person can meet. An 80-90 square meter house can only solve the basic needs of living, storage and safety. However, for a house of several hundred square meters, the room is required to give the owner more considerate care.
In addition, because of the limitations of consumer expertise, there may be some design effects that cannot be achieved, or that are not as ideal as imagined. Li Changsen, chairman of Beijing Jiande Decoration Engineering Co., Ltd., said that designers need to be more patient in explaining this part of consumers. “It is sometimes necessary for designers to stick to their own ideas instead of satisfying consumers’ needs. It is also part of the service."
â– Industry statement
Differentiated business needs platform
â—Liu Tao, Beijing Donghong Xiliang Engineering Technology Co., Ltd.
There are many ideas for villa consumers, and there are more customization requirements. This part of the service is actually a test for manufacturers. On the one hand, manufacturers have to put the overall service on the one hand, and on the other hand, because everyone has different needs, more and more needs analysis needs to be carried out individually. Now the industry leader is the first to do so, and it also allows manufacturers to have a better display platform. Consumers have a richer selection platform. This is also the demand that the market is increasingly personalized and differentiated. Cater to such needs.
Villa decoration to see the living needs
â—Yang Hua, senior designer of the villa of Yezhifeng Decoration Co., Ltd.
The decoration of the villa is divided into several situations. Some of the houses are only used for living. The requirements of this kind of consumers are relatively high. They not only require customization, but also require a full set of personalized services. Do, smart, lighting, courtyard, Feng Shui, etc. should be considered in a comprehensive manner, so that they can directly "stay in the bag" state. There is also a resort-style one, and their requirements are not too high. Because it is not a long-term residence, many functions become dispensable, but more cumbersome.
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